CLIENT
ama1984.com

INDUSTRY
Education and management

GOAL
Make it easier to choose the right training programme and improve the website as a sales tool

Before
The hero section contained temporary content and did not explain what the Academy does or offers. The navigation included too many equally prominent options, making it difficult for users to know where to begin.

After
The hero section now clearly communicates the Academy’s focus and offer, while the navigation is simpler and better organised. A clear next step was added — choosing a training programme.

Before
Information and links were organised in an unclear way. Some sections were placed vertically along the side, while the main training areas were missing from the navigation.

After
The information is now organised into clear groups: contact details, training, information about the Academy and services. Direct links to the main programmes and important website sections have also been added.

The work covered not only the visual presentation, but also the structure and logic of the pages.
Before
The course title was embedded in an image, which meant search engines could not read it. The hero section only introduced the programme, while all important details appeared further down the page.

After
The course title and hero content were converted into searchable text. A short course description, key training details and clear calls to action were added.

Before
The target audience was described through broad, separate statements, making it difficult for users to quickly relate the programme to their own situation.

After
The “Who it’s for” section was rebuilt around specific situations and challenges. Users can now recognise themselves more easily and understand whether the programme is right for them.

Before
The learning outcomes were described in broad terms, so the value of the programme did not feel specific enough.

After
The outcomes were translated into practical skills and real work situations, making it clearer what users can expect to change after completing the programme.

Before
The schedule was presented as a course catalogue. Users had to search through the cards to find the right programme and work out the starting dates themselves.

After
The schedule was redesigned around starting dates. Programmes are grouped by month, with key information — date, format, duration and price — visible at a glance. Users can open the course description or book a place directly from the schedule.

Before
The same general form was used for both course registration and consultation requests. It collected identical information regardless of the user’s reason for getting in touch.

After
The forms were tailored to different user needs. The course registration form now asks only for essential information and allows users to express interest in paying in instalments. The consultation form includes a preferred contact method and space to describe what the user needs help with.

Before
The quiz consisted of two questions and helped users identify a suitable programme. After receiving a recommendation, users had to enter their contact details again to continue the conversation.

After
The quiz was expanded to six questions. These identify the user’s needs more accurately while giving the Academy useful insights into its potential audience. After receiving the result, users can start a conversation with a consultant directly in a messaging app — without completing another form.

After
Key pages and user journeys were optimised for mobile devices. The layout, text and button sizes, navigation and forms were all redesigned. The goal was not simply to shrink the desktop version, but to maintain a clear user journey on a smaller screen.

Basic on-page SEO was set up across the website. As a result, the site became clearer for users and began working more effectively as a marketing and sales tool.

After the changes:

• the website’s indexing and visibility in search results improved;
• the client began using the website copy in advertising materials;
• according to the client’s feedback, sales increased after the website was updated.